Troy Kelley - Gravity Summit

Troy Kelley, Arnold’s Chief Digital Officer, was among a distinguished list of speakers to present at the Gravity Summit on Social Media Marketing for Business at the Harvard Faculty Club. Rodney Rumford, founder of Gravity Summit, explains how “social relevancy is quickly becoming a currency in the digital world and no company can afford to be socially bankrupt, especially in these economic times.”

Troy discussed evolution of the ad industry to Advertising 3.0 where the dialogue of brand-to-consumer has been replaced by a “Tri-logue”: brand-to-consumer, consumer-to-consumer, and consumers-to-brand. He showed examples of Arnold’s social media work to illustrate ways that an agency can harness ongoing conversations to make them valuable for a brand. “Listen first, then converse” was one of the guiding principles that Troy offered from Arnold’s SocialBrand communications planning methodology.

For sound bytes from the presentation and more highlights from the summit, go to Twitter and search #gravsum and @troykelley.